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Brand By Design: Walter Landor

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Brand By Design: Walter Landor

  1. 1. Brand by Design - Walter Landor Presented May 5, 2006 at the National Museum of American History Modified February 8, 2009
  2. 2. Augsburg Synagogue – interior Designed by Fritz Landauer – his father
  3. 3. Walter’s arrival to the U.S. with the British Pavilion at the 1939 NY World’s Fair
  4. 4. Walter and Jo Martinelli Landor
  5. 5. The emergence of self-service supermarkets <ul><li>“ Fifteen years ago, a sales clerk might recommend a brand of soap, paint, peas or candy. Today, the package itself must do the talking. ” </li></ul><ul><li>Walter Landor, 1956 </li></ul>
  6. 6. Before self-service grocery stores and then the new supermarket A full-service General Store Piggly Wiggly’s patented new self-service store A&P full-service store
  7. 7. Early Branded Ads Kellogg’s Corn Flakes Uneeda Biscuits Quaker Oats Smith Brothers’ Cough Drops “Trade” and “Mark”
  8. 8. Getting Started – the 1940s
  9. 9. Commitment to 3 methodologies <ul><li>1- Creativity. </li></ul><ul><ul><li>No “cookie cutter” approach to design </li></ul></ul><ul><li>2- Teamwork. </li></ul><ul><ul><li>Regular “Crit Sessions” for all staff </li></ul></ul><ul><li>3- Consumer feedback. </li></ul><ul><ul><li>Consumer interviews </li></ul></ul><ul><ul><li>Focus groups </li></ul></ul>
  10. 10. Walter Landor at the supermarket
  11. 11. A post-shopping interview
  12. 12. Focus group reviews
  13. 13. Getting Ready – the 1950s
  14. 14. Beverages – beers
  15. 15. Beverages - wines
  16. 16. Beverages – spirits
  17. 17. Beverages – non-alcoholic
  18. 18. The Klamath – the ship of Dreams
  19. 19. Klamath – staff on top deck
  20. 20. Landor’s Museum of Packaging Antiquities
  21. 21. A “Gathering of Communicators”
  22. 22. Walter Landor – Welcome aboard Christening – September 11, 1964
  23. 23. Klamath and the San Francisco skyline
  24. 24. Landor’s new projects - airlines
  25. 25. Financial
  26. 26. Packaged goods
  27. 27. Packaged foods
  28. 28. Packaged foods
  29. 29. Packaged foods
  30. 30. Transportation
  31. 31. Branding
  32. 32. Branding
  33. 33. Branding Cotton – Draft Cotton – Final
  34. 34. Branding
  35. 35. Walter Landor “ A Product is Made in the Factory, a Brand is Built in the Mind .”

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